Your SlideShare is downloading. ×
0
SEO and Retargeting                   for the            Data-Driven Marketer         Hafez Adel              Prashant Pur...
AdLift – Delivering Search ROI    Meaningful Metrics for SEO – Webinar – 6th March 2012Presented by:Prashant PuriCEO & Co-...
Every Month, We Manage                76 Million SEO                    Visits
Some of our Clients
AdLift Is An Advisor to Leading Industry Events and Search Journals ADLIFT CONFIDENTIAL                              5
Online Marketing Services that Drive Market Share                                       AdLift’s Pillars                  ...
What’s the one metric that’scommon across all geographies?         REVENUE!
The only way we can make MORE money is if we               track it…Correctly! MEASURING     KEYPERFORMANCE INDICATORS    ...
The SEO Process .           On Page                  Off Page         Optimization              Optimization            Ke...
The SEO Process – Keyword Analysis .           On Page                  Off Page         Optimization              Optimiz...
Conversion Driven SEO: Keyword Research –      Targeting the Right Keywords        Analyze      Cross reference           ...
Analyze Keyword Search Volume                                                             Cross                           ...
Cross Reference with PPC & SEO Data                                                       Cross                           ...
Create SEO/Link Development Keyword Targets                                                        Cross                  ...
Create Link Development Targets – Grouping by                Landing Page    Building links with variation on anchor text ...
Keyword Analysis: Tracking Performance        • > 50K                            • Brand terms         Searches/Month     ...
Keyword Analysis: Tracking Performance (Cont..)                  Project 1: Head                       Terms              ...
The SEO Process: Competitive Analysis .           On Page                  Off Page         Optimization              Opti...
Competitive Analysis: Tools• Compete – www.compete.com• Open Site Explorer (SEOMoz) - http://www.opensiteexplorer.org/• AH...
Track Competitive SEO VisibilitySource: SearchMetrics
How Do My Competitors           Rank?•   Advanced Web Ranking     – Control     – Fixed Pricing•   SEOMOZ Rank Tracker    ...
Link Analysis: Are You                Winning ?                               Ebay.com                              Walmar...
Keyword Level Link             Profiling• Use SEOMoz to analyze anchor text distributionThese 7 columns from SEOMoz Keywor...
The SEO Process – Site Analysis .           On Page                  Off Page         Optimization              Optimizati...
Site Analysis/Tracking: Tools• Google Webmaster Tool has come a long way. You cannow –   • Monitor internal links   • Moni...
Search Query Analysis           Great for creating keyword segments
Measuring Performance                    • Keywords        Keyword                    • Landing Pages                    •...
Track Changes in Keywords and Landing Pages                  • Keywords       Keyword    • Landing Pages
Track Competitive Domain and Page Authorities                        • Page & Domain Authorities       Competitive      • ...
Leverage & Measure Interlinks, External Links                   • Internal Links          Site     • External Links       ...
To Sum it Up !• Go after keywords that convert – the low hanging fruit !• Know your competition – Are you winning ?• Analy...
Acquire                      Amplify                      AdvancePrashant PuriCEO & Co-FounderAdLiftprashant@adlift.com
SEO + Retargeting              Research &               Analysis                              Drive TrafficGather Data    ...
Search Engine Optimization
Retargeting
What is Retargeting?Focus your ads on people who have visited your        site, but left without converting
How Does Retargeting Work?                                             Users browse other                     Users visit ...
Why Use Retargeting? PerformanceShow the right ads to the right people.Brings Users BackOver 95% of users leave websites w...
Retargeting Best Practices
1. Frequency CapsWhat: A limit on how often cookied users will see your ads during a given period of time.Why:  – Avoid ba...
2. Burn CodeWhat: Tracks conversions and removes people from retargeting campaignsWhy:  – Avoid redundant ads  – No wasted...
3. Audience SegmentationWhat: Different codes for different sub-pagesWhy:  – Increased relevance  – Align retargeting with...
4. Demographic, Geographic & Contextual TargetingWhat: Overlay 3rd party data on your retargeting campaignsWhy:  – Increas...
5. View-Through Conversion WindowWhat: Determine length of time a view-through conversion will be attributedWhy:  – More p...
6. Rotating Creatives & A/B TestingWhat: Experimenting with different creatives throughout your campaignWhy:  – Uncover va...
Key Points• Segment your audience for increased  relevance• A/B test creatives and landing page to  continuously optimize ...
Thank You
Upcoming SlideShare
Loading in...5
×

Seo and Retargeting for the Data Driven Marketer

2,725

Published on

SEO is an important part of many marketers' digital strategies, but it's not as easy as it may look. Strong SEO campaigns are driven by data and function as part of an integrated marketing strategy. Retargeting, as part of one of those integrated campaigns, is one of the most powerful complements to a strong SEO strategy.

In this webinar, you'll learn:

-How you can track key performance indicators across various pillars of SEO, including keyword research, technical SEO, and competitive analysis.

-How SEO can magnify the power of a retargeting campaign.

-Tips for running an integrated, data-driven campaign with SEO and retargeting.

0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,725
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
36
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Transcript of "Seo and Retargeting for the Data Driven Marketer"

  1. 1. SEO and Retargeting for the Data-Driven Marketer Hafez Adel Prashant PuriSenior Director of Marketing CEO / Co-Founder ReTargeter.com AdLift.com
  2. 2. AdLift – Delivering Search ROI Meaningful Metrics for SEO – Webinar – 6th March 2012Presented by:Prashant PuriCEO & Co-Founder, AdLift.com
  3. 3. Every Month, We Manage 76 Million SEO Visits
  4. 4. Some of our Clients
  5. 5. AdLift Is An Advisor to Leading Industry Events and Search Journals ADLIFT CONFIDENTIAL 5
  6. 6. Online Marketing Services that Drive Market Share AdLift’s Pillars of Expertise PILLAR 1 PILLAR 2 Search Engine Search Engine Optimization (SEO) Marketing (SEM)/PPC Strategy & Planning • Data Mining & Keyword • Competitor Research Research • Ad Budget Optimization • Content Strategy • Predictive Modeling • Technical SEO and Platform • A/B Multivariate Testing Architecture • Link Development Tracking & Measuring Performance
  7. 7. What’s the one metric that’scommon across all geographies? REVENUE!
  8. 8. The only way we can make MORE money is if we track it…Correctly! MEASURING KEYPERFORMANCE INDICATORS TRACKING PERFORMANCE
  9. 9. The SEO Process . On Page Off Page Optimization Optimization Keyword Analysis & Research Competitive Analysis Site Analysis Development/Execution Tracking
  10. 10. The SEO Process – Keyword Analysis . On Page Off Page Optimization Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  11. 11. Conversion Driven SEO: Keyword Research – Targeting the Right Keywords Analyze Cross reference Target w/ link Keyword w/ PPC & SEO building Search Volume Data
  12. 12. Analyze Keyword Search Volume Cross Analyze reference w/ Target w/ link Keyword PPC & SEO building Search Volume DataSource: Google Keyword Tool
  13. 13. Cross Reference with PPC & SEO Data Cross Analyze reference w/ Target w/ link Keyword PPC & SEO building Search Volume Data Data from Google Keyword Ranking Keyword Tool Tool PPC Data
  14. 14. Create SEO/Link Development Keyword Targets Cross Analyze reference w/ Target w/ link Keyword PPC & SEO building Search Volume Data High Conversion Low Hanging Bottom 7 Rate Fruit
  15. 15. Create Link Development Targets – Grouping by Landing Page Building links with variation on anchor text for the same landing page is an effective link building strategy
  16. 16. Keyword Analysis: Tracking Performance • > 50K • Brand terms Searches/Month • ebay, ebay.com •<2 Keywords/phrase • cameras, digital cameras Bran Head d Tors Tail o • <50K & > 5K •< 5K Searches/month Searches/Month • > 2 Kws & < 4 •> 4 Kws/phrase keywords/phrase • cheap digital •Digital cameras cameras under 100, best digital cameras under 200
  17. 17. Keyword Analysis: Tracking Performance (Cont..) Project 1: Head Terms Project 2: Tail Terms
  18. 18. The SEO Process: Competitive Analysis . On Page Off Page Optimization Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  19. 19. Competitive Analysis: Tools• Compete – www.compete.com• Open Site Explorer (SEOMoz) - http://www.opensiteexplorer.org/• AHREFs - https://ahrefs.com/• SearchMetrics – searchmetrics.com• comScore – Source/Loss Report – comscore.com• Quantcast – www.quantcast.com• SearchLight by Conductor - http://www.conductor.com/searchlight• Advanced Web Ranking Tool - http://www.advancedwebranking.com/
  20. 20. Track Competitive SEO VisibilitySource: SearchMetrics
  21. 21. How Do My Competitors Rank?• Advanced Web Ranking – Control – Fixed Pricing• SEOMOZ Rank Tracker – Online – Bundled• Raven Rankings Tracker – Online – Bundled
  22. 22. Link Analysis: Are You Winning ? Ebay.com Walmart.com BestBuy.comSource: aHrefs
  23. 23. Keyword Level Link Profiling• Use SEOMoz to analyze anchor text distributionThese 7 columns from SEOMoz Keyword Difficulty Tool. http://www.seomoz.org/keyword-difficulty/ These 4 columns from SEOMoz OpenSiteExplorer http://www.opensiteexplorer.org/
  24. 24. The SEO Process – Site Analysis . On Page Off Page Optimization Optimization Keyword Analysis Competitive Analysis Site Analysis Development/Execution Tracking
  25. 25. Site Analysis/Tracking: Tools• Google Webmaster Tool has come a long way. You cannow – • Monitor internal links • Monitor external links • Evaluate site performance • Project traffic/revenue based on search query analysis • Track duplicate Title/Meta Tags • Track crawl errors • Submit sitemaps
  26. 26. Search Query Analysis Great for creating keyword segments
  27. 27. Measuring Performance • Keywords Keyword • Landing Pages • Page & Domain Authorities Competitive • Keyword level tracking • Internal Links Site • External Links • Crawl Stats
  28. 28. Track Changes in Keywords and Landing Pages • Keywords Keyword • Landing Pages
  29. 29. Track Competitive Domain and Page Authorities • Page & Domain Authorities Competitive • Keyword level tracking Source: SEOMoz - http://bit.ly/bEPhsD
  30. 30. Leverage & Measure Interlinks, External Links • Internal Links Site • External Links • Crawl Stats
  31. 31. To Sum it Up !• Go after keywords that convert – the low hanging fruit !• Know your competition – Are you winning ?• Analyze & Track the ins & outs of your site• Measure Performance – Track everything !
  32. 32. Acquire Amplify AdvancePrashant PuriCEO & Co-FounderAdLiftprashant@adlift.com
  33. 33. SEO + Retargeting Research & Analysis Drive TrafficGather Data (SEO) Convert Traffic (Retargeting)
  34. 34. Search Engine Optimization
  35. 35. Retargeting
  36. 36. What is Retargeting?Focus your ads on people who have visited your site, but left without converting
  37. 37. How Does Retargeting Work? Users browse other Users visit your sitePlace code on your sites and begin to and receive an site see your ads across anonymous cookie the web
  38. 38. Why Use Retargeting? PerformanceShow the right ads to the right people.Brings Users BackOver 95% of users leave websites without converting, and over 72% ofusers abandon their shopping carts.Reach & Brand AwarenessRepeated impressions  look bigger online
  39. 39. Retargeting Best Practices
  40. 40. 1. Frequency CapsWhat: A limit on how often cookied users will see your ads during a given period of time.Why: – Avoid banner blindness – Preserve ROI – Respect your users and your brand
  41. 41. 2. Burn CodeWhat: Tracks conversions and removes people from retargeting campaignsWhy: – Avoid redundant ads – No wasted impressions
  42. 42. 3. Audience SegmentationWhat: Different codes for different sub-pagesWhy: – Increased relevance – Align retargeting with other marketing channels
  43. 43. 4. Demographic, Geographic & Contextual TargetingWhat: Overlay 3rd party data on your retargeting campaignsWhy: – Increased precision – Superior performance and ROI
  44. 44. 5. View-Through Conversion WindowWhat: Determine length of time a view-through conversion will be attributedWhy: – More precise metrics – Avoid conflation with other touchpoints and marketing channels
  45. 45. 6. Rotating Creatives & A/B TestingWhat: Experimenting with different creatives throughout your campaignWhy: – Uncover valuable insights – Improved ad performance – Data-driven decision-making
  46. 46. Key Points• Segment your audience for increased relevance• A/B test creatives and landing page to continuously optimize your campaign• Understand how SEO and retargeting fit into your overall funnel• Align retargeting with existing marketing channels for maximum impact
  47. 47. Thank You
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×